• digital marketing (offense)
• customer care (defense)

Nike on community building and guidelines, not rules.

“In order to provide that consistent experience on social media, it’s important that employees understand the brand down to its core. Here are several questions that every employee should be able to answer:

• Who are we?
• What do we do?
• Why do we do it?
• What do we stand for?
• What is our brand voice?
• How does our product improve people’s lives?

Nike provides employees with a set of guidelines and examples on how to handle certain situations and conversations across social media. These guidelines and examples help customer care representatives to develop a specific tone of voice from day one.”

Nike’s Secret to Success on Instagram: Building an Engaged Community

With more than 83 million followers around the world, Nike is easily in the top 20 most followed Instagram accounts globally (out of nearly one billion). But it’s also a ton of incoming…